Italian spirits market shifts as spritz drives Prosecco exports

Italian spirits saw a 5% drop in export volume in 2025, generating €1.7 billion abroad, yet export value remains 33.7% above 2019 levels. Domestic consumption fell 10% to about 125 million litres, with a growing preference for cocktail‑ready products; 80% of bar patrons now choose spirits in mixed drinks and 52% do so at home. The inclusion of the Spritz in the International Bartenders Association list in 2011 sparked the “Spritz Effect”, a study by the universities of Turin and Verona linking rising global Spritz popularity to a statistically significant rise in Prosecco exports, while other sparkling wines saw no comparable boost. Aperol, owned by the Campari Group, now contributes roughly one‑third of the company’s €3 billion annual turnover, and Campari is pushing the Spritz into the U.S. brunch market. Separate reports highlight beer’s perceived health benefits and moderate‑consumption guidelines, while a guide outlines ten steps for preparing a bar‑quality gin tonic at home.